Competitive Landscape
Rimi, Maxima and Lidl Accelerate Private Label Gains as Essity Loses Share
Retail tissue in Estonia in 2025 is moderately concentrated, but the degree of concentration has decreased compared to previous years. Essity AB, the leader, held a 25% value share in 2025, down from 27% in 2024.
Rimi Leverages Promotions and Pack Design to Win Share From Brands
Concrete examples of recent innovation highlight how retailers are responding directly to value and convenience demands. In 2025, Rimi’s private label 3-ply toilet paper, priced at EUR0.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail Tissue industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail Tissue in Estonia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail Tissue in Estonia?
- Which are the leading brands in Retail Tissue in Estonia?
- How are products distributed in Retail Tissue in Estonia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Retail Tissue products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Tissue in Estonia - Category analysis
Key Data Insights
Rimi Leverages Bulk Deals and Private Label to Win Price Wars
Rimi Leverages Bulk Deals and Private Label to Win Price Wars
Toilet Paper Dominates as Households Shift to Larger Packs
Convenience and Sustainability Claims Accelerate Private Label Growth
Private Label to Gain Ground as Pricing Trumps Consumption
Large-Format Packs to Reshape Household Shopping Habits
Sustainability Will Become Standard as Value and Efficiency Dominate
Rimi, Maxima and Lidl Accelerate Private Label Gains as Essity Loses Share
Rimi Leverages Promotions and Pack Design to Win Share From Brands
Supermarkets Strengthen Lead as Shoppers Seek Convenience and Value
Online Platforms Capture Share as Bulk Offers Drive Digital Growth
Aggressive Private Label Strategies Reshape Shopper Habits and Loyalty
Tissue and Hygiene in Estonia - Industry Overview
Rimi Expands Affordable Tissue Range and Attracts Price-Conscious Shoppers
Key Data Insights
Rimi Expands Affordable Tissue Range and Attracts Price-Conscious Shoppers
Recycled Tissue with Ecolabel Certification Reshapes Everyday Choices
Pants-Style Hygiene Products Redefine Convenience for Active Lifestyles
Private Label Expands Affordable Bulk Packs as Value Drives Purchases
Convenience Formats and Home Delivery Reshape Daily Routines
Sustainable and Skin-Friendly Innovations Challenge Ultra-Cheap Basics
Private Label Gains Ground as Established Leaders Defend Share
Supermarkets Extend Lead with Strong Private Label and Promotions
Retail E-Commerce Gains Traction as Shoppers Prioritise Convenience
Discounters and E-Commerce Reshape Price and Convenience Dynamics
Country Reports Disclaimer
The following categories and subcategories are included:
Retail Tissue
- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Retail Tissue research and analysis database.
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